SiS graphics spin-off to drop Xabre brand
Wants something stronger to help it battle ATI, Nvidia
SiS' recently spun off graphics chip operation, XGI, will drop the Xabre brand that gave it its name when it launches its first product next month.
The company's first graphics chip was expected to be called the Xabre II, the successor to SiS' Xabre 400 and Xabre 600 parts. XGI hasn't said what it will call the chip, which it has already said will be announced next month.
While XGI may stand for Xabre Graphics Inc., the company clearly prefers to be known simply as XGI. And if it seriously wants to challenge the likes of Nvidia and ATI, it probably feels it needs a stronger brand for its next-generation product than one so closely associated with its parent company.
Particularly since much of the company's expertise comes from Trident, which it acquired in June and arguably is better known among OEMs thanks to its former strength in the mobile graphics chip market.
XGI's acquisition of Trident brought it the latter's inventory as well as its intellectual property and staff. While it will continue to sell Trident product, it's not clear whether it will offer SiS' old Xabre parts. Some observers have claimed that SiS simply hasn't allowed XGI to use the Xabre brand, which it owns, despite handing over the technology behind the current Xabres and the Xabre II - or whatever it's ultimately called.
The company says it will be offering products across the market, from the low end to the high. XGI wants to be profitable within three years, company president Chris Lin told DigiTimes t'other day. ®